Seo content

How to create a winning local SEO content strategy

Local SEO has always been considered the art of optimizing directories, Google business profiles, and locally served ads.

And while these methods are effective in getting you found in local search, they are just the tip of the iceberg of a successful local SEO strategy.

Content plays a bigger role in local SEO than you might think. Whether it’s optimizing your web pages for local terms or posting to local business blogs, content marketing can and should be a part of your local SEO approach.

Here’s how to leverage content for your local SEO strategy and drive more visitors to your local business.

Localize your web content

The first step in your local SEO content strategy should be to optimize your web pages for the local terms that potential customers search the most. This requires keyword research to find the right terms for your local market.

Tools like Semrush allow you to discover geo-specific keywords that users are looking for based on where they are looking for services or businesses.

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This tool also reveals search volume and competition to help you select the right terms for your business.

Screenshot of Semrush, January 2022

For example, let’s say you’re a New York-based family lawyer looking to optimize your existing services and web pages. You can use keyword tools to search for localized terms (in this case, “NY” + “family lawyer”) for your website.

Then you can find the terms that best match the service pages of your website. For example:

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  • Home page: “New York Family Law Attorney”.
  • Divorce Law: “New York Divorce Law Firm”.
  • Adoption Act: “ny adoption lawyer”.

Optimize your local web pages

Once you’ve identified the terms you want to target, it’s time to optimize your content for those search terms.

To do this, follow good on-page SEO practices on your web pages:

  • Include your target keyword in your webpage URL (the exact keyword is not required).
  • Include your target keyword in the title tag of your website.
  • Write a concise and informative meta description.
  • Write useful, keyword-rich body content.
  • Add images with optimized alt text.
  • Use the H1, H2, and H3 headers across the page.
  • Internal link to related pages on your website.

Each web page on your site should be optimized for a unique keyword (if applicable) to prevent multiple web pages from competing for the same term.

Make sure you choose a keyword that best matches the topic of the page or the content of the post.

Add a detailed contact page

Your contact page provides valuable context for Google and users on where your business is located and what it is about.

An unoptimized contact page is a missed opportunity to reach local users.

Your contact page should effectively but concisely describe your business and its location. For effective optimization, it is best to include:

  • The official name of your business.
  • The address of your local business.
  • Your opening hours.
  • Directions to your physical location.
  • A card integrated into your business.
  • Your professional contact details (telephone number and e-mail address).
  • A contact form for users to reach you.

By optimizing your contact page, you make it easy for users to know where you are and to get in touch with you.

At the same time, this sends signals to Google to help its algorithm understand where your business is, thus increasing the likelihood that you will rank in local search.

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Write local content

Your web pages aren’t the only place for local content on your website. Your blog can also be used to attract local users who are interested in your services.

You can write about local events, local trends, stock exchanges, local business updates, and more to engage your local audience. Get creative with your blog content to broaden your reach in your local market.

Consider writing local “Top 10” or “Best Of” lists that are relevant to your industry. Or, publish how-to guides for your location – for example, guides for tourists visiting your area. It can help you reach a relevant local audience.

A Canada-based IT company, for example, decided to target local auto dealers by posting articles on local auto events, IT trends, and more. They were able to expand their content marketing beyond their initial reach of small local businesses.

Submit guest posts to local editors

Guest posting is a common and effective content marketing strategy for driving links and traffic to your website. And guest posting can serve your local SEO efforts as well.

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Conduct outreach activities with local businesses looking for guest posting opportunities. You might not always earn a link, but you can use their existing reader base to your advantage and drive even more local traffic.

For example, WestSeattleBlog.com and VisitSeattle.org are both authoritative local editors in Seattle who often post content from local businesses and bloggers.

If you are a business owner in Seattle, a feature on any of these sites could get you some valuable traffic.

Write about local events and activities

Chances are your local community has its own buzz about activities and events in your area.

This means that people are looking for that content as well. This presents an opportunity for you to step into the noise.

Local community contentScreenshot from WestSeattleBlog.com, January 2022

Is there a big conference coming to town? A sporting event that makes a lot of noise?

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These are just two examples of possible content opportunities that could drive local traffic to your site.

Keep an eye out for local topics such as:

  • Sport events.
  • Networking events.
  • Shows and concerts.
  • Conferences.
  • Seasonal events.
  • Oratorical events.
  • Local ceremonies.

Develop your local audience on social networks

There are billions of users on social media every year; chances are there are a lot of them in your area. This means that a lot of your target customers are already on Facebook, Instagram, etc.

Promote your blog and website content on social media to engage your followers and grow your local audience. You can even join local Facebook groups and LinkedIn groups to target users in your area.

You can then share location specific content to reach your target consumers. Follow the event pages and local businesses to see what they are posting to get people interested.

Suppose you are a digital marketer in Denver, Colorado looking to attract more local customers. You can write a blog post about an upcoming business event and share it on social media to generate additional traffic.

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Then find relevant Facebook groups to share your content.

Avoid common mistakes with your local SEO

You can create the best content in the world, but if it can’t be found by users, you won’t attract the local traffic you deserve.

That’s why, while it’s best to follow the tips above to get it right, you’ll also want to avoid some common local SEO mistakes.

These errors include:

  1. Don’t use local keyword targets in your content.
  2. Neglecting to gain customer reviews.
  3. Have an inconsistent name, address, phone number, and website information (NAPW).
  4. Having no directory listing.
  5. Not having a Google business profile.

If you are planning to create a local SEO content strategy, be sure to check all of the boxes.

This way your content will be configured to reach users on many platforms, not just Google.

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Featured Image: Shutterstock / Visual Generation